When you go to get your hair cut (I don’t do this anymore but I believe other people do) and you are offered a cup of coffee and it’s good and you sit and read the paper before you get your hair cut it feels great.
If you attend for the second time to the same place with the same expectation and there is no cup of coffee and newspaper then you feel as though you have been let down (even though all you went for was a haircut)
It is essential for all of us not to break promises because broken promises are very emotive and this is what leads to the biggest issue in looking after people within our businesses.
This is infact where the biggest issues occur in implant dentistry, short-term orthodontics and digital smile design. Patients believe they will be receiving one thing and actually receive another, this is where people get the most upset.
It happened to me recently when I ordered an Apple watch. I was first in on the two-weeks prior to the launch date, downloading the Apple store on my phone and ordering the watch I wanted and it was not until the day it was due to be delivered that I received a message from Apple telling me that there was a four – six week delivery period. I cancelled my order.
Broken promises lead to cancellations, broken promises lead to disenchantment, broken promises are the opposite of word of mouth recommendations.
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